Adoption of AI and Digital Marketing Tools and Consumer Acceptance Under Technology Innovation Policy Support

Abstract

This study looks at how consumer acceptance of digital marketing tools and artificial intelligence is influenced by technology innovation policy support in developing digital markets. The study, which used a cross-sectional survey design with 384 valid responses and Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data, shows that government-led platform participation (GLPP) and policy-supported digital infrastructure (PSDI) largely affect market participation behavior through the mediating mechanism of public service satisfaction rather than direct technological exposure. With satisfaction accounting for 58.2% of behavioral variance, the empirical results show that the indirect effects of policy instruments through satisfaction (PSDI→PSS→MPB: β=0.168; GLPP→PSS→MPB: β=0.152) significantly outweigh their direct impacts (PSDI→MPB: β=0.126; GLPP→MPB: β=0.108). While personalization effectiveness analysis identifies an ideal customization range of 67-72%, beyond which privacy concerns diminish acceptance, regional heterogeneity analysis finds a 35% implementation intensity difference between urban and rural contexts. By adding algorithmic accountability as a crucial prerequisite for customer trust, the identification of a critical transparency threshold above 60% expands on technology acceptance theory. In spite of the fact that companies must strike a balance between operational effectiveness and human-centered experiences in order to promote sustainable technology adoption, these findings cast doubt on conventional linear policy implementation models and imply that government agencies prioritize service quality improvement over infrastructure deployment.